As readers of Mental Shavings know, I have fond memories of growing up in Milwaukee, and fierce loyalties to my hometown and its brands.

But for every Harley-Davidson success story, there are dozens of Brew City debacles and duds, especially when it comes to the product that made Milwaukee famous: beer.

Lately, I’ve found myself really rooting for Miller again, even if it is now owned by a London-based conglomerate.

That’s because the brewer’s latest cause-marketing campaign—“Give Veterans a Piece of the High Life” (see video above)—gives Miller “delivery man,” Windell Middlebrooks, more than a handcart and some wisecracks.

Rather than just poking fun of faux luxury, the fictional blue-collar spokesman finally connects meaningfully with a real blue-collar audience: Military vets and the millions of friends and family who support them.

Nice job, Miller. And I can’t imagine a better way to stretch a $1-million philanthropic investment. Sure beats trotting out the CEO with a giant foamboard-mounted check. To the High Life!